London, December 06, 2025
Spanish fashion label Desigual has re-entered the Indian market through an exclusive partnership with Myntra, commencing December 2025, as part of its 2025–2028 global expansion strategy focused on digital-first retail.
Exclusive Digital Partnership
Desigual’s return to India is marked by an exclusive online retail arrangement with Myntra, which will serve as the sole platform for selling Desigual’s apparel and accessories, initially focusing on bags. Contrary to marketplace models, this deal is under an inventory framework, enabling Myntra to directly stock and manage Desigual’s products.
Strategic Market Importance
India is a priority market within Desigual’s medium-term global growth plans. The company aims for a careful, data-driven expansion, leveraging digital channels to bypass traditional brick-and-mortar complexities in the region. This strategic re-entry underlines Desigual’s commitment to capturing the growing premium customer base in India.
Myntra’s Premium Brand Expansion
The partnership fits into Myntra’s broader strategy to consolidate its position in the luxury and premium segment of India’s e-commerce market. Following exclusivity deals with brands like New Balance and Supra, Myntra is cultivating a specialized e-store portfolio targeting discerning consumers. This approach reflects rising demand and sophistication in India’s online retail environment.
Implications for International Fashion Retail
Desigual’s India comeback via Myntra highlights a broader trend of international premium brands entering India’s booming digital retail sector through exclusive online alliances. The model allows brands to test and grow in complex markets with reduced risks and operational overhead, emphasizing digital-first strategies to capitalize on India’s expanding consumer base without immediate physical store investments.